Click-through-rate (CTR) refers to the percentage of clicks website links or ads receive.
When you've spent a lot of time and effort on your SEO strategy, you want those high-ranked search results to get clicks! Otherwise, your hard work won't ultimately pay off.
That's why click through rate optimization is important.
How To Calculate Click Through Rate
To calculate CTR, simply divide the number of clicks by the number of impressions. For instance, if a blog post has 2 clicks and 100 impressions, it has a CTR of 2%.
Marketers measure two types of click-through-rates. They look at the CTR for pay-per-click ads and the CTR for organic search results. PPC CTRs refer to the percentage of clicks an ad receives while organic CTRs refer to the number of clicks a website receives.
What Is a Good Click Through Rate?
Determining a good CTR is dependent on a lot of factors. However, an average of 71.33 percent of web searches results in a click on the first page of the results, with 67.6 percent of the clicks going to the first five results.
The rest of the websites on the first page of the search results only receives 3.73 percent of the clicks. That means that the higher the listing, the higher the CTR should be.
Let’s look at some tips for organic click-through-rate optimization that you can incorporate into your digital marketing strategy.
1. Focus on Long-Tail Keywords
An organic click-through-rate optimization strategy should begin with researching long-tail keywords. Long-tail keywords are phrases that consist of four or more words.
These phrases make up around 70 percent of traffic, meaning that they offer a lot of SEO opportunity to improve your click-through-rate. These keywords typically have less difficulty and are more specific.
Thus, long-tail keywords are more likely to get the desired action. These words target search intention in the middle and bottom of the purchase funnel, where people are already engaged or ready to buy.
If you use these keywords, you won’t just get more clicks. Your landing pages will also get more conversions.
2. Audit and Analyze Previous Posts’ CTRs on the Google Search Console
The Google Search Console provides search analytics you can use for click-through-rate optimization. Look at the posts with the best and worst CTR. This will give you a picture of which articles and blog posts are performing well, and which ones are not.
Then, focus on the lowest performing post. Run an A/B split test of the titles and descriptions for those posts on social media to get a better idea of what works and what doesn’t.
Use the data you discover to optimize the click-through-rate for all your posts. This will help you move up on the search results page and receive more clicks.
3. Make Your Meta Description Count
A page’s meta description is essentially a sales pitch. You need to use the characters wisely to get people to click on your link.
Meta descriptions used to be limited to 160 characters, but that recently changed. Google increased the number of characters it will display in the meta descriptions. While it has not announced an official number, it’s recommended that you don’t go over 320 characters.
Longer meta descriptions are important for click-through-rate optimization. A study conducted by SEM Rush found that increasing the length can boost the CTR by around 36 percent.
Go back and lengthen your old meta descriptions and write longer ones moving forward. This should improve your click-through-rate and conversion rates.
4. Optimize for Google’s Featured Snippets
If you optimize for Google’s Featured Snippets, you will improve your click-through-rate dramatically.
When Google does not display a featured snippet, the first organic search results has a 26 percent click-through-rate on average. When Google does display a featured snippet, that click-through-rate tumbles to 19.6 percent, while the featured snippet has a CTR of 8.6 percent.
Featured snippets receive “position zero” on Google, meaning they sit above the organic search results. These snippets answer specific questions and provide the information searchers are looking for on Google.
To optimize for featured snippets, begin by looking for competitors’ snippets. Then, use Google to find additional opportunities. Search for the questions your audience wants to know and then conduct keyword research.
Finally, use your website to answer a variety of questions your customer base is asking. Make these answers keyword-rich so Google will identify them as potential snippets.
When you create this content, remember that less is more. Snippets are usually between 40-50 words, so get to the point with your content. Keep it short and sweet while ensuring that your answers are clear and easy to understand.
5. Write a Title That Captures Attention and Sparks Emotion
A compelling title is necessary if you’re serious about click-through-rate optimization. Eight out of ten people read the headlines they see online, but only two out of ten will read the actual blog post, web page, or article.
The reason so many headlines are ignored is simple. They don’t capture attention or spark emotion.
Use compelling, emotional language in your headlines to grab people’s attention. Also, consider using numbered lists, as they perform better than other types of headlines.
You also need to keep your headlines short. Headlines between 5-9 words perform the best.
In addition, use negative language instead of positive language. This might go against everything you think you know about writing headlines, but research has found that people are more responsive to negative words such as “never” or “worst.”
People see these headlines as more authentic and intriguing, so they are most likely to click to read the post. On the other hand, headlines with positive language come across as sales pitches and are often ignored.
6. Implement a Descriptive URL
Create a descriptive URL for each piece of content that you post online. The URL should readable, consistent across the website, and include a keyword or key phrase. It also needs to be short.
If you use this click-through-rate optimization technique, you can increase your CTR by as much as 25 percent when compared to the CTR for generic URLs.
CNG Digital Marketing Can Do This Optimization Work For You
You know you need to improve your click-through-rate, but how? CNG Digital Marketing has a proven track record for click-through-rate optimization.
We can improve your CTR so you can get more leads and business while boosting your overall success.